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Why is Print Marketing still Important?
Guest Blog by Matt Bennett of BlueFlameDesign
Online marketing is the hottest thing since sliced bread, and rightfully so with millions of people across the globe connected to the Internet for hours on end each day.
We all know that when a consumer wants to find a particular product or service, they tend to reach out for the mouse first and search the Internet. However, don’t be put off by this as print marketing is still important and a crucial element of a small business marketing campaign.
Finding directions to a business online is very convenient, but how is a customer to find your business if it doesn’t have a sign clearly visible outside your premises? How would you know what to order at your local restaurant if the special boards hadn’t been printed out for you on handy, table-sized menu or promotional leaflet? And when’s the last time you threw away a paper coupon or voucher from Tesco? Print marketing is still very important and should be a key element of your business marketing mix.
Top 5 Reasons You Still Need Print
- Direct Mail Promotions
- Reaching Specific Market Segments
- Niche Marketing Reach
Does your business stand out from others in your local area? Branding is essential for creating long-term trust and repeat customers in your area. When given a choice between two similar products or services with the same price, 9 times out of 10 buyers will opt for the brand they recognise.
To properly brand your business locally, you’ve got to reach out to your target markets via all outlets possible including printed advertising, direct mail, leaflets, social media, internet promotions, and even television and radio if possible.
Direct Mail Promotions
Direct mail promotions are an especially effective way for small businesses to promote their services and products. While many of the offers go straight into the recycling bin, most people hang on to local restaurant vouchers and money off coupons because they appear to offer a monetary value unworthy of the discard pile. And again, the mere mention of your company name to possible customers reminds them of your brand.
Your business needs to be easily recognisable with a clear and concise brand identity. Use a unique mix of colors and an interesting typeface; and a professional design agency for your marketing collateral! They will have contacts to cover all aspects for marketing and branding your business professionally. Printers, clothing and promotional item suppliers, advertising contacts to signage professionals. If you’ve got a crumby sign that’s been painted over with corrections or (sigh) misspellings, then commission a new one immediately. Tatty and scruffy uniforms that have seen better days, then invest in new apparel for a fresh image. Boring press Advertising in the local paper looking like badly formatted templates are a big turn-off for new and potential customers. Make a stand and ask a professional designer for help. Stop trying to design and produce everything yourself and pull in the experts.
Pull-up banners with clear, concise and easily read text in bullet point form are excellent for converting browsers into buyers. If you’re going to run a special offer then think about having a unique sign with a simple catch phrase to lure potential buyers in. Menus, business cards, and brochures should also display your business information utilising the same brand theme.
Consistency is key to a successful business brand!
Reaching Specific Target Markets
When targeting certain demographics, it is important to remember that certain promotional efforts are much more effective than others. Some people still use the big yellow phone book I know it’s surprising, but it’s true. Also, specific local market segments are easier to capture through local neighborhood publications, newsletters, and magazines distributed in a local area. Don’t miss an opportunity to capture these customers.
Niche Marketing Reach
Niche marketing can be tricky, especially if you’re not familiar with your competition’s strategies. Find out where your competitors are buying print ads and see if you can get one there too. Also, many local news and media publications publish local event sponsor profiles next to event calendars. For example, if you’re a local bra boutique and you want to target a niche female market, the logical thing to do is sponsor a local breast cancer fundraiser. Whatever your niche market entails, you can’t go wrong with sponsoring local charities and non-profits.
If you would like to discuss your print marketing requirements in more detail, or would like us to help you with the creation and production of your marketing material, whether it be a brochure, catalogue, magazine or direct mail campaign, simply send an email to us at firstname.lastname@example.org or call us today on 01403 216120 – Just ask for Bruce!